00:00For more than 20 years, Joseph Kuruma, better known as Nashito Kulala, has been behind some
00:05of Sierra Leone's biggest hits.
00:07He's built his career on talent, patience, and long hours in the studio.
00:11But now, artificial intelligence is changing the creative process.
00:15I think the best way to use AI is to integrate and to support and to enhance whatever ideas
00:21you have as an artist or as a producer.
00:24But it is nonetheless a good thing, because it makes work faster, it makes life easier.
00:30But we should embrace it nonetheless.
00:33While some artists see AI as a tool that could expand creativity, others are concerned about
00:39how the technology could be used without their consent.
00:42So, my voice as an artist means everything.
00:46It's not just the sound, it's my identity, it's my experiences, it's my culture, it's
00:49where I come from.
00:51So it's very important to me.
00:53And originality is what makes you stand out.
00:56Across the music industry, copyright experts and technology companies are still debating
01:00how existing laws could apply to AI-generated content.
01:05For many musicians here in Sierra Leone, the concern is not simply about the technology.
01:09It's about ownership.
01:11If artificial intelligence can replace or reproduce someone's voice almost perfectly, artists want
01:17to know who owns that performance and who should be paid for it.
01:21As artificial intelligence becomes more accessible, experts say the conversation is moving from
01:26what the technology can do to how society chooses to use it.
01:30I think the artists should actually embrace this technology, use it to ethically and to the
01:37the best of their abilities to actually build an audience, position themselves in the industry.
01:46The debate extends beyond the studios.
01:48It's also changing the way audiences think about the music they consume.
02:04As AI transforms the music industry, Sierra Leone's artists and producers face a defining challenge using new technology without losing
02:12the creativity and human talent at the core of their music.
02:15I think there was no bigger
02:17have all
02:17you
02:19them
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